Sean Poropat, Creative Director of Studio Sonda from Vižinada (Istria), will chair this year’s jury responsible for selecting the best works by young Croatian creatives for the Young Lions competition. Today, we are announcing that applications for this youth competition are open, making it the perfect moment to ask Sean three key questions about the criteria the jury will use to evaluate the submitted works.
E.D.: What criteria will the jury use to evaluate the works?
Sean Poropat: The Young Lions competition is part of the Cannes Lions Festival of Creativity, which means that criteria such as strategy, creativity, relevance, execution, communication clarity, and consistency are clearly defined and essential for evaluating the works.
In the Young Lions competition, the jury looks for creativity and originality in the contestants’ works, with an emphasis on unique and innovative ideas that stand out. The jury wants to see works that clearly respond to the given brief, ensuring alignment with the goals and requirements of the challenge.
Additionally, communication clarity is crucial – the idea must be easily understandable and effective in delivering its message. The jury also assesses the potential impact of the work on the target audience, looking for ideas that can drive action, evoke emotions, or influence behavior. Innovation is another important aspect; the use of new technologies, methods, and creative approaches is highly valued.
The strategy behind the idea also plays a significant role, as the jury wants to understand how the creative concept was developed from a strategic perspective and how it supports the objectives. Through all these criteria, the jury evaluates works based on their quality and ability to exceed expectations while leaving a positive mark on the advertising industry.
E.D.: Do you believe agencies should send more of their young creatives to such competitions, despite the high costs? Traveling to Cannes is not cheap, but it pays off. You have won a Cannes Lion, attended the festival, and know it well. Do Croatian talents have the potential to win in this competition?
Sean Poropat: Yes, agencies should definitely send their young creatives to such competitions, and without hesitation. In a constantly evolving world, where the lines between human creativity and technological advancement are blurring, it is essential that we continuously learn and refine our skills.
In the era of artificial intelligence, which is increasingly dominating fields once considered exclusively human, those who thrive are the ones who achieve high levels of knowledge and, most importantly, harness their intuition – something unique to us as humans.
Global events today are redefining our understanding of reality, and many of these changes are still unclear to us. In this context, curiosity becomes a fundamental trait that should be encouraged, especially among young people. Therefore, sending young creatives out into the world, to face new challenges and opportunities, is the best way to foster their imagination and growth.
As for the potential of Croatian talents to win prestigious awards such as the Cannes Lions, I firmly believe they have it. However, this potential must be recognized and supported within a culture that nurtures talent development. The environment in which we grow up – family, education system, institutions, and mentality – plays a crucial role in shaping our abilities.
Unfortunately, in our society, and I mean all of Croatia, there is often a lack of frameworks that enable growth and development. This is why we built the Sonda Creative Center in Vižinada. Through various programs, lectures, and workshops, we strive to cultivate curiosity and create the kind of culture necessary for the full development of young talents.
E.D.: In which category do you think this could happen?
Sean Poropat: Any of them. Anything is possible if the culture exists.
